Web Content Management with Alfresco - Seed Information ...

martencrushInternet and Web Development

Dec 8, 2013 (4 years and 5 months ago)


The Docklands Cotton Mills,
59/91 Moreland Street, Footscray,
VIC 3011
e. info@seedim.com.au
Web Content Management
with Alfresco

The Docklands Cotton Mills,
59/91 Moreland Street, Footscray,
VIC 3011
e. info@seedim.com.au
Seed Case Study: Nissan WCM

I n f o r ma t i o n Ma n a g e me n t S e e d I n f o r ma t i o n Ma n a g e me n t
Business Overview
The Nissan Motor Company Australia manages the sales and manufacture of Nissan and Renault vehicles in
Australia and New Zealand. The car sales business focuses on design, performance, technology and safety.
With car sales increasingly being driven through the internet, Nissan determined they needed to create a rich and
dynamic online user experience. Furthermore with a large, continuously changing range of vehicles it was es-
sential that any changes to or addition of new vehicles could be facilitated by brand managers within the Market-
ing department.
“The existing website was very inconsistent between models due to the fact that all website
changes were 100% external agency lead. It was expensive and took a long time to get a new product to market”
said Adrian Givoye Online Markeing Manager, Nissan Australia.
The Challenge
Following an evaluation of solutions and providers Seed was chosen to provide Alfresco Web Content Manage-
ment within Nissan. The business challenge was to create a new website design that was consistent, fun and
would allow the customer to quickly find information about a vehicle. The solution had to allow a user to build a
consistent picture for a model but also give the flexibility for re-organizing information and layout to suit the ve-
hicle being marketed. For example, a Nissan Navara needed to have a heavy focus on safety information,
whereas a Nissan Xtrail had lots of video footage to display its rugged credentials.
Another imperative was to ensure that the marketing department could easily manage all of their web pages with-
out the need for a web agency. This was essential to cut the cost and time to market for launching and mainte-
nance for a new vehicle. Part of this initiative was the solution had to support publishing of multiple website
formats to suit different delivery mechanisms such as mobile devices, iPads and browsers without brand manag-
ers having to reenter the vehicle information. A secondary but important aspect was that the solution had to fit
within Nissans SOA architecture so that applications such as “Book a Test Drive” could be easily integrated
within the websites. Deadlines were tight, with an initial POC for Nissan Finance given a 6 week timeframe fol-
lowed by a full Nissan.com.au relaunch 3 months later.
Why Seed was Chosen
Seed presented to Nissan during the evaluation phase and were chosen for their understanding of Information
Management and implementation capabilities. Another key factor was Seeds Agile delivery methodology and
ability to collaborate in order to ensure a successful outcome. Nissan IT had been looking at agile for a while and
were keen to see how it worked in the real world.
“Throughout the project Seed demonstrated great ability when
managing the Marketing teams requirements and buy-in for this vital project” said Mikhail Anossovitch Develop-
ment Manager at Nissan.

“Seed was also chosen because they showed a thorough understanding of the impor-
tance of enabling the business users to manage their own content. This was something that had always been lack-
ing when working with our web agencies” said Mikhail Anosovitch, IT Manager, Nissan Australia.

The Docklands Cotton Mills,
59/91 Moreland Street, Footscray,
VIC 3011
e. info@seedim.com.au
Seed Case Study: Nissan WCM

I n f o r ma t i o n Ma n a g e me n t S e e d I n f o r ma t i o n Ma n a g e me n t
Project Highlights
Nissan asked Seed to implement the WCM solution in a multiphase approach. The project required multiple
organizations to deliver the outcome. Seed worked with the three main business areas responsible for the web-
sites, Marketing, Aftersales and Finance to determine the information management requirements and manage
the website design process. We also worked with the IT department and a web design company to develop the
finished site. Using agile to deliver the project created a collaborative approach, we focused the business on
their requirements and iteratively built up a solution that has proven to be very versatile.
Seed implemented a Site Template that allows business users to create web pages from mashups of individually
managed web parts (tabs). Once created, a tab is reusable across multiple pages allowing for updates to be si-
multaneously applied to all pages. For example a user can create a safety tab containing a video on “Brake As-
sist” and display it on a series of vehicles. The Site Template has since been used to roll out multiple micro
sites and also Brand Torque (a dealer focused communication website) and Launch Torque (an intranet about
upcoming model initiatives).
Other solution highlights were a custom workflow that allowed for review and approval from a pool of users
determined by their business unit, integration with Nissan web services for applications such as Request a bro-
chure, publishing to multiple locations and implementation of a search engine optimization framework.
Following on from the release of www.nissan.com.au Seed developed a mobile version of the website that was
designed specifically for the iPad. The most important aspect of this solution was that the mobile site was ren-
dered from the same data and assets that were already input by marketing. The brand managers built a web
page once and it produced two parallel websites.
“This has majorly reduced the effort and cost involved in pro-
viding multichannel online support for the Nissan Brand” said Adrian Givoye Online Markeing Manager, Nis-
san Australia.

Benefits and Outcomes
The major benefits to the business were that all website changes can now be managed in-house. This saved in the
order of $500,000 per annum in agency costs, allowing the agencies to focus on creative material and not infra-
structure and development.
“Our brand managers now have full ownership of their brands online.” said Mikhail
Anossovitch, IT Manager, Nissan Australia.
The solution also ensured a standardized look and feel across all its
models with a consistent user experience for navigation and information aggregation. The SEO changes imple-
mented in the solution also have significantly increased the ranking of Nissan web pages.
Seed continues to support Nissan in managing their increasing online presence using Alfresco. Our current work
for Nissan is focused on helping Nissan manage their engagement with customers through Social Network sys-
tems such as youtube and facebook. We are also implementing an iphone/android site for Nissan, once again
reusing their existing data to reach a new target audience with a presentation format that suits the device.